Discuss in Quirk’s Media – Can AI turn customer surveys into meaningful conversations?

Discuss’ Co-Founder and Chief Strategy Officer, Jim Longo, in Quirk’s Media

What if customer feedback surveys felt more like a conversation than a questionnaire?

For decades, surveys have been the go-to tool for quantifying behavior. Pick an option. Rank from 1 to 10. Check a box. Submit your answer. Move on.

But AI is transforming surveys from static forms into dynamic, emotionally intelligent conversations. And in doing so, it’s blurring the line between fast, scalable quant and rich, contextual qualitative feedback.

Imagine your audience answering survey questions on their phone. Not just checking boxes, but being asked, “And why did you choose that?” Now, open ends in surveys aren’t new, but in the past most responses were one-liners, surface-level at best, and didn’t get anywhere near the real emotional drivers behind decisions. Worse, they often missed the point of the question entirely. AI-powered probing may assist by providing a real-time conversation that listens, adapts and digs deeper.

Conversational AI is reshaping how every team – from insights to marketing, product, CX or UX – can connect with customers, build trust and understand what really matters to them. And in that, we’re witnessing the reinvention of human understanding.

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